Leverage of Entrepreneurship Orientation and Market Orientation to Entrepreneurship Marketing In Clothing Industry at East Java

International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org || Volume 5 Issue 6 || June. 2016 || PP—41-47
www.ijbmi.org 41 | Page
Leverage of Entrepreneurship Orientation and Market
Orientation to Entrepreneurship Marketing In Clothing Industry
at East Java
J.E. Sutanto1
, Hening Widi Oetomo2
, Solimun3
1
Graduate School, Universitas Ciputra of Surabaya-Indonesia,
2
Management Program Study, Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Of Surabaya-Indonesia,
3
FMIPA, Brawijaya University of Malang- Indonesia
ABSTRACT: The research objective has to determine the leverage of entrepreneurship orientation and market
orientation to entrepreneurship marketing in clothing industry. Hopefully will be able to the AEC Indonesia's
economy is expected to be better. One of them is the marketing of goods and services from Indonesia can
expand its reach to other ASEAN countries. In this case because the main characteristic features of the AEC
2015 is economic regions with competitiveness; a single market and production; and region with equitable
economic development. The population used all of companies of the clothing industry and a sample of 51 units.
Processing of the data was analyzed with multiple linier regressions aided by using SPSS. Results of studied
were found that the partial and simultaneously variables X1 and X2 have a significant effect to the variable Y.
Keywords: entrepreneurship orientation, market orientation, entrepreneurship marketing, clothing industry.
I. INTRODUCTION
One of them is the marketing of goods and services from Indonesia can expand its reach to other ASEAN
countries. Existing market share in Indonesia is not less than 252 million people. While in the AEC, the ASEAN
market share around 627 million people could be targeted by Indonesia. But Indonesia has a greater opportunity
to tap into a wider market. Exports and imports can also be done with a better cost. Awareness about the
importance of considering the readiness of AEC 2015 is a primary obligation, because if not anticipated and is
not prepared, the AEC 2015 has the potential to create instability on the national economy.
A part from the four AEC 2015 above that of potential or superior products Indonesia to ASEAN can be seen in
Table 1.
Table 1 Prime Product of Indonesia to ASEAN
Against the State Indonesia Product Prime
Singapore wood products; textiles; leather products; clothing.
Vietnam wood products; textiles
Kamboja wood products; textiles; leather products; clothing
Myanmar wood products; textiles, leather products; clothing
Laos wood products; leather products; clothing,
Brunei clothing
Malaysia leather products; clothing
Thailand wood products
Philippines wood products; textiles; leather products.
Source: Harian Bisnis dan Investasi Kontan (2014)
One proof commodity that Prime Products of Indonesia's can be followed by their export products through
fashion Indonesia according to most major product groups in 2013 are clothing products = USD 7.71 billion
(65.52%) and footwear = USD 3, 86 billion (32.76%). The export value of the products of fashion Indonesia in
2013 reached = USD 11.78 billion. The period of January 2014 the export value = USD 1.08 billion, an increase
1.1% compared to the export value from January 2013. Growth in exports of fashion during the 2009-2013
period experienced a trend of positive growth = 10.59% per year according to the ministry trading was said by
the Director General of Export Development (Ishak, 2014).
A strategy to improve the company's performance using statement on the importance of entrepreneurial
marketing strategy. In practice, many companies become successful by (Knight, 2000). Therefore by practicing
entrepreneurial marketing in a company of SME and also the nature of entrepreneurial marketing is dominated
by the inherent characteristics of entrepreneurs and entrepreneurship is now widely accepted by (Rezvani and
Khazaei (2013). Definition of entrepreneurial marketing has emerged to describe the activities of marketing and
business the new by (Kraus et al., 2010). in the opinion of some experts also explain and also has defined

Leverage of Entrepreneurship Orientation and Market Orientation to Entrepreneurship Marketing…
especially entrepreneurial marketing for SMEs and entrepreneurial marketing is an act of efficacious or
adaptation of marketing theory to the specific needs of SMEs' by (Becherer et al. (2006).
While according to Kraus et al. (2010) found both efforts to define entrepreneurial marketing may be two sides
of the same coin, as the qualitative characteristics seem to be very important in the context of marketing
activities driven by the presence of: innovative, oriented towards risk and proactive. Therefore, entrepreneurial
orientation is one of the important factors that can determine the success of a business by (Gupta et al., 2004), so
that the entrepreneurial orientation for entrepreneurial thought has an extremely significant role towards the
success of a business. According to Mahmood and Hanafi (2013) and also Zainol and Ayadurai (2011) that a
company that has the concept of entrepreneurship orientation will tend to perform better than its business with a
company that has adopted a conservative orientation by (Rauch et al., 2009; Wiklund and Shepherd, 2005).
Besides the role of orientation entrepreneurship is one of the characteristics in determining the success of a
business, the opinion Jaworski and Kohli (1996), Baker and Sinkula (1999) "that the activities of the
organization's most effective and efficient in shaping behavior in order to create superior value for consumers
and superior performance on an ongoing basis. Some of the information that has been collected can be used
considerations in creating added value for customers by (Slater and Narver, 1995). Market-oriented companies
will be able to anticipate and responsive to what customers need now and in the future. According to Narver and
Slater (1990), Voss and Voss (2000) that the orientation of the market is a broader concept, not only includes
orientation to customer orientation but also to competitors and activities that involve coordination between
functions within the company. Market oriented company formally will do activities that result in: (1)
intelligence market, (2) disseminate intelligence to the entire department, and (3) response to follow up what is
needed and expected customer by (Kohli and Jaworski, 1990).
According to Narver and Slater (1990) suggest that the market orientation, specific characteristics of business
factors, and environmental factors influence the success of your business. The main idea of this market
orientation is a marketing concept, which is a policy or philosophy of business (Pangeran, 2013). Market
orientation means basically implementing marketing concepts. Although research on the marketing orientation
has long historical, some researchers by (Kohli and Jaworski, 1990; Narver and Slater, 1990).
II. LITERATURE REVIEW
Entrepreneurial Orientation (EO)
Some authors such as Hughes and Morgan (2007) and Lumpkin and Dess (1996) have suggested that there are
five dimensions of Entrepreneurial Orientation (EO): namely: innovativeness, autonomy, proactiveness,
competitive aggressiveness, and risk-taking. Nevertheless, there appears to be some consensus amongst
researchers by (Wiklund and Shepherd, 2005) of the primacy of the latter three dimensions (innovativeness,
risk-taking, and proactiveness). According to Wiklund et al. (2009) and Miller (1983) stressed that even in
recent studies scholars have decided to used the original and well-validated scale, obeiter: innovativeness,
proactiveness, and risk-taking as the underlying dimensions of Entrepreneurial Orientation (EO). Morris et al.
(2002), innovativeness dimension reflects a tendency to search for novel, unusual, or creative solutions to
challenges). Lumpkin and Dess (1996) risk-taking reflects an acceptance of uncertainty and relates to the firm’s
propensity to support projects and commit resources where the costs of failure may be high such as moving into
unfamiliar new markets, committing substantial resources to ventures with vague outcomes, and incurring
substantial debts. Another dimension of proactiveness by Lumpkin and Dess, (1996) refers to a forward-looking
perspective where companies actively try to anticipate future market opportunities, introducing new products or
services ahead of the competition, thereby creating first-mover advantage over competitors.
Likewise, most of researchers have conceptualized Entrepreneurial Orientation (EO) as a reflective construct,
implying that the dimensions of Entrepreneurial Orientation (EO) may covary. For example, in developing
Entrepreneurial Orientation (EO) measure, according to Covin and Slevin (1988) theorized three dimensions of
Entrepreneurial Orientation (EO) works together as uni-dimensional “strategic posture”. It is assumed that a
change in Entrepreneurial Orientation (EO) results in a change of innovativeness, proactiveness, and risk-taking
concurrently (Knight, 1997; Kreiser, Marino and Weaver, 2002).
Need for Achievement
McClelland was quoted by Lee and Tsang (2001), has been frequently associated with entrepreneurial behavior
about construct and originating from the seminal work. These high achievers have a strong desire to be
successful, standards and setting challenging goals for themselves. In this case they are not easily satisfied with
certainly strive and current achievements to improve their performance. According Smith and Miner (1984)
found a positive correlation between achievement of Entrepreneurs Orientation (EO) and the growth rate of their
firms. Davidsson (1989) found a positive relation between need for achievement and willingness to pursue
growth among small business owners, but Begley and Boyd (1987) reported a similar relationship, though not a
statistically significant one.

Internal Locus of Control
Lee and Tsang (2001) refers to an individual’s perceived ability to influence events encountered in the person’s
life and the initial conceptualization of the locus of control construct was unidimensional and has been
repeatedly questioned (Lefcourt, 1982). For while keeping the internal component intact and Levenson (1974)
argues that the external dimension should be split into two sub-dimensions, namely powerful, chance and
others’. The present research focuses on the internal dimension of the scale. Some researchers have linked a
belief in the internal control over the events in one’s life to an individual’s propensity to engage in
entrepreneurial activities by (Shaver and Scott, 1991). According to Brockhaus (1982:45-67) compared the
locus of control scores collected in 1975 with the success rate of those firms a few years later. Therefore the
businesses owners which were still existing in 1978 were found to exhibit more internal locus of control than
those whose businesses had ceased to exist. Than it is reasonable to expect that individuals who have confidence
in their ability to control the events in their lives would be more motivated to actively seek new business
opportunitie
Self-Reliance
It is important that an entrepreneur does not just work on his or her own but tries to bring in a variety of skills,
connections and other resources through business partners that may help generate new ideas, solve problems and
develop new business (Lee and Tsang, 2001). The existence of partners therefore provides the firm with a larger
pool of resources to tap, and facilitates its development and growth. Dyke et al. (1992) found that for food
manufacturers, the number of partners was positively associated with venture growth. But according to Vesper
(1980) researches of new venture formation suggest that firms started by more than one person have higher
chances of succeeding than those started by only one person.
Extroversion
Aldrich and Zimmer in Lee and Tsang (2001) that point out the importance of social networks in facilitating and
inhibiting the activities of entrepreneurs. A successful entrepreneur needs not only to manage the internal
operation of his firm, but also to establish external networks (i.e., the boundary-spanning role). Some researches
(Hansen, 1995; Ostgaard and Birley, 1996) examined the effect of an entrepreneur’s networking behaviour on
venture performance and generally found a positive relationship between networking and performance.
When entrepreneurs communicate directly, frequently, and in a broad span with their external business contacts,
instead of asking subordinates to do so, their personal networks are strengthened. They gather firsthand
information about the external environment and develop an intimate understanding of their businesses (Lee and
Tsang (2001). According to Duchesneau and Gartner (1990) found that entrepreneurs of successful firms were
likely to spend more time communicating with their customers, business partners, supplier, and employees than
entrepreneurs of unsuccessful firms. In this case researches have generally found a positive relationship between
such networking behaviour and venture performance.
Market Orientation (MO)
Kohli and Jaworski (1990) and Narver and Slater (1990) were early pioneers in investigating Market Orientation
(MO). According to Narver and Slater (1990), Market Orientation (MO) consists of a focus on (1) customers,
(2) an intimate understanding of competitors, and (3) integration of all functions within the company to create
superior customer value (interfunctional coordination).
Providing superior customer value is key for maximizing long-term profit by Narver and Slater (1990) and
sustainable competitive advantage. Active integration of functional groups within the company to create
superior value results in a behavioral culture that guides the way employees think and act (Dobni and Luffman,
2003). Market orientation is the set of cross-functional processes and activities directed at creating and
satisfying customers through continuous needs-assessment (Deshpande and Farley, 1998:213). According to
Kenneth and Inman (2006). Market Orientation (MO) combined two broad dimensions, which are customer
focus and needs assessment. Based on Kohli and Jaworski (1990) Market Orientation (MO) includes market
intelligence generation which relates to customers current and future needs dissemination of market intelligence
across departments and finally organization responsiveness.
The term Market Orientation (MO), Debruyne and Schoovaerts (2006), refers to the implementation of the
marketing concept. That is, Market Orientation (MO) implies listening to customers and responding to their
interest and needs.
Entrepreneurship Marketing (EM)
Amer et al. (2013), Entrepreneurial Marketing (EM) is considered a recent concept because it has evolved over
more than two decades and there is no integrated analysis or comprehensive theory of entrepreneurial
marketing. Miles and Darroch (2006) specified seven elements of Entrepreneurial Marketing (EM); customer

intensity, value creation, resource leveraging, risk management, innovation, and opportunity – driven and
proactive. The term Entrepreneurial Marketing (EM) describes the marketing processes of firms pursuing
opportunities in uncertain market circumstances, often under constrained resource conditions (Becherer et al.,
2006). Morris et al. (2002) explored the construct of Entrepreneurial Marketing (EM) and suggest that it is "the
proactive identification and exploitation of opportunities for acquiring and retaining profitable customers
through innovative approaches to risk management, Entrepreneurial Marketing (EM) dimensions that are
mentioned by (Lumpkin and Dess 1996) and marketing identity. Collinson and Shaw (2001) described
Entrepreneurial Marketing (EM) as responsiveness to the marketplace and a seemingly intuitive ability to
anticipate changes in customer demands. Mort, presented some advances identifying four key strategies of
Entrepreneurial Marketing (EM) as comprising opportunity creation, customer intimacy-based innovative
products, resource enhancement and legitimacy. These core strategies of Entrepreneurial Marketing (EM) are
identified by mapping to enhanced performance (Weerawardena and Liesch, 2006).
Based on Entrepreneurial Marketing (EM) as a strategy for the twenty-first century because it plays a role in
addressing the dynamic marketing environment of recent times where both the entrepreneur and the customer
are the core actors, co-creating value within the Entrepreneurial Marketing (EM), for that reason organizations
engaging in Entrepreneurial Marketing (EM) need to be both customer and entrepreneur centric in their strategic
approaches (Morrish, 2011)
During the past two decades a new area of marketing namely Entrepreneurial Marketing (EM), has increasingly
gained attention in research as well as a subject for new courses and new Aspects of marketing (Hills and
Hultman, 2006:219-234). For this research the definition for Entrepreneurial Marketing (EM) is defined as: The
proactive identification and exploration of opportunities for acquiring and retaining Profitable customers
through innovative approaches to risk management, resource leveraging and value creation (Morris et al., 2002).
III. RESEARCH METHODS
Population and Sample
The population in this study are all companies of the clothing industry, namely especially for medium-scale
enterprises in East Java. Total population = 280 units and the sample is part of the number and characteristics
possessed by the population (Sangaji and Sopiah, 2010: 186) and a sample of 51 units.
Validity and Reliability Test
The research instrument used in this study with standardized answers consideration in accordance with the
intended use of the instrument itself in order to obtain information with a degree of validity and reliability as
high as possible (Rangkuti, 2007:35). Before the instrument used in this study should qualify as a measuring
tool that is valid and reliable, therefore first tested the validity and reliability of the instrument. While the
indicator will be valid only if the value of significance on the validity test < 0.05 (Sunyoto, 2012: 55).
To measure the level of reliability of the instrument was conducted by internal consistency coefficient alpha is
also known as Cronbach Alpha. Reliability testing performed with SPSS according to Sunyoto (2012: 35) the
measuring instrument said to be reliable if the value of the coefficient > 0.60 with Cronback Alpha if Item
Deleted < Cronback Alpha (Nugroho, 2011).
Research Instruments
An instrument is an instrument measuring knowledge, skills, intelligence or attitudes of individuals and groups.
According to Sugiyono (2010) thus the number of instruments that will be used for research will depend on the
number of variables studied.
IV. RESULT AND DISCUSSION
In accordance with the purpose of research, data analysis will be performed using multiple linear regression
equation with SPSS (Santoso, 2010). Multiple linear regression analysis model in this study is the variable Y as
the dependent variable, the independent variables are X1, and X2. The shape of the multiple linear regression
equation used in this study as follows:
Y = a + β1 X1 + β2 X2
Description:
Y = Entrepreneurship Marketing (EM)
a = Constant
β1 = Coefficient of Entrepreneurship Orientation (EO)
X1 = Variable of Entrepreneurship Orientation (EO)
β2 = Coefficient of Marketing Orientation (MO)
X2 = Variable of Marketing Orientation (MO)

This analysis is used to explain or predict the variables bound by two or more independent variables by
(Kuncoro, 2009). The regression analysis using OLS (Ordinary Least Sqaure) the primary purpose of this
method is to estimate the population regression function based on the regression function. According to
Kuncoro (2009), so it can be concluded that the multiple linear regression analysis was conducted aimed to
determine the effect of Entrepreneurship Orientation (EO) is X1, Marketing Orientation (MO) is X2 and
Entrepreneurship Marketing (EM) is Y. Multiple linear regression analysis was also able to prove whether the
independent variables (X1, and X2) have an influence on the dependent variable (Y) either simultaneously or
partial. The following is a Table 2. regression that has been processed using SPSS.
Table 2 Partial Test
Based on Table 2., the researcher can establish a regression model is as follows:
Y = 0.002 + 0.236 X1 + 1.234 X2
 The value of the regression coefficient of 0.236 with a Entrepreneurship Orientation (EO) significance of
0.000 or 0 % < 5%, means significance to predict the value of an Entrepreneurship Marketing (EM).
 The value of the regression coefficient of 1.234 with a Marketing Orientation (MO) significance of 0.000
or 0% < 5%, means significance to predict the value of an Entrepreneurship Marketing (EM).
Simultaneously Test (F-Test)
F test basically shows whether all the independent variables X1, and X2 are included in the model
simultaneously influence - as the dependent variable (Y).
Assessment for the F test, if the value of sig < 0.05 then the Ho is accepted and H1 is rejected. In this case the
independent variable simultaneously has no effect to the dependent variable. Based on Table 3. Below it can be
seen that the results of the value of F = 96824.480 with sig 0.000 < 0.05. it can be concluded that the variables
(X1, and X2) simultaneously have a significant effect to (Y).
Table 3 Simultaneously Test
Partial Test (t-test)
Partial test or t test basically shows how much influence each independent variable (X1 and X2) partially on the
dependent variable (Y). Assessment to test t, if the value of sig < 0.05, then Ho is accepted and H1 is rejected. In
this case the independent variables partially no effect on the dependent variable or otherwise see Table 2.
V. CONCLUSION
Based on the results of the previous analysis, the researchers came to the conclusion as follows:
1. Entrepreneurship Orientation (EO) variable (X1) partially significantly influence to Entrepreneurship
Marketing (EM) as variable (Y)
2. Marketing Orientation (MO) variable (X2) partially significantly influence to Entrepreneurship Marketing
(EM) as variable (Y)
3. Entrepreneurship Orientation (EO) variable (X1) and Marketing Orientation (MO) variable (X2) are
simultaneously significant effect to Entrepreneurship Marketing (EM) as variable (Y)

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